VLTED X MSCG

Marketing Strategies to Increase Engagement Among Gen Z Consumers

OUR PROJECT OBJECTIVE

VLTED engaged with MSCG to gain comprehensive insights on how to improve its presence as a non-gambling sport prediction app amongst Generation Z consumers, namely on college campuses.

RESEARCH OUTLOOK

PHASE 1

Research was conducted to characterize and profile Generation Z consumers' habits and behaviors, utilizing several case studies of corporate marketing campaigns that successfully reached this demographic. Initial findings were applied to continued research on Gen Z’s behavioral preferences in the sport gambling markets, and its aptitude toward a risk-free, non-monetary alternative to making sport predictions.

PHASE 2

The team crafted and circulated a market research survey to gauge University of Michigan students’ attitudes and beliefs related to sport betting and VLTED’s mission. To synthesize its research findings and the data it had collected, the team built UM campus specific and national marketing strategies and activations for VLTED to introduce younger audiences to its platform.

PHASE 3

In order to add a personal and qualitative element to its research, each analyst conducted a series of independent focus groups centered around the participants gaining first hand experiences with the VLTED product and discussing barriers to entry associated with the app.

FINAL RECOMMENDATIONS

1

VLTED should implement a recommended activation on the University of Michigan campus, namely the collaborative activation with Joe’s Pizza, to establish on campus presence and raise brand awareness among the Gen Z demographic. VLTED should also consider a national activation such as the VLED tailgate tour.

VLTED should consider rebranding its social media presence with creative post content centered around statistics and predictions, moving away from generic Instagram reels. It can incorporate design simplicity and consistency to establish a more professional online feel.

2

3

VLTED should temporarily remove its paywall and incorporate alternative forms of revenue to allow Gen Z to be comfortable visualizing themselves using VLTED long term.